The Number 9

The number 9 is the most over used number that advertisers employ in they’re pricing and they just fail to get it that we are just not that stupid any more. Think of it you see it everywhere in virtually every commercial on television or in the market place the number 9 is sure to be found. And usually accompanied by another 9, like the lease payment is only $199 per month. Of course when you add in that you have to come up with 3,000 in up front costs you can qualify for  this big bargain. And usually if you look at the small print about well-qualified buyers that price doesn’t apply.  I usually add about 40-50% to any lease price as what the real world cost is.   Why does any company think that by offering any product with a 99 attached to it that the consumer thinks they are getting a bargain?

Why not tell us the real price instead and build some credibility with their customers? No they would rather give us the make believe price and have us do the real math and add all the extra charges like taxes and shipping and handling. (S&H) Take for instance one of the most hated companies, Cablevision who advertise their Optimum Triple Play for 99.95. It’s a bold faced lie. Add in the taxes and it’s 139.00 if it’s a penny. See they have me doing it too. Even that nut Bob’s Furniture store has that 99 on every piece of his schlock furniture. 

And the piece de resistance is the oil companies offering gas prices at 3.99 per gallon. But they took it a step further and they add 9 mills to the price. So 3.99 and 9 tenths of a penny. This practice originated back to the early 1930’s and the great depression and the fact that it lingers is pure lunacy.  Why hasn’t some government agency changed this archaic practice?  Think of all the things that have changed in the last 100 years and 9/10ths of a penny remains.   Some studies say that consumers think that they are getting a bargain and that they are paying a penny less, but gas stations round up to the nearest penny so it’s fools gold. 

The number 9 only sounded good when the Beatles played it in Revolution Number 9, otherwise I think 9 should be banished from the advertisers pen. Just a note I was in a store recently and the food served had all of its prices in even numbers with the tax already figured in. Take the hint Madison Avenue and stop lying give us the real price